JET_V2_N4_A2 Gulsun Kurubacak Journal of Educational Technology 2230 - 7125 2 4 19 27 Evaluation of Educational Management, Media Richness, online communication, effective multicultural evaluation, critical approach, thinking critically, theoretical background, online communicative actions The main purpose of this article is to generate a functional model of evaluation that EMSs can be able to empower online communications characterized by imperative decision making task. The evaluation process of EMSs must merge the multicultural strategies of the theory of Media Richness, and the ethical concerns of the critical approach. Media Richness Theory can empower online communications that resolve ambiguity, negotiate varying interpretations, and facilitate understanding. A critical approach can provide online communication designers with the information in detail that elucidate concerns, issues, needs and expectations raised by stakeholders. Therefore, this paper discusses the naturalistic and critical stages of this evaluation process by introducing a critical perspective on Media Richness Theory to provide exact directions for EMSs. January - March 2006 Copyright & copy; 2006 i-manager publications. All rights reserved. i-manager Publications http://www.imanagerpublications.com/Article.aspx?ArticleId=750